In a discussion in the Social MDM group on LinkedIn the following saying came up:
“Why did 85% of the 1700 CMOs interviewed say they use social media as a communications channel and yet only 14% of them measure the ROI?”
A traditional discipline in measuring ROI from a certain market activity is, as told in the post Matchback and Master Data Management, that you try to figure out from which activity a new (prospect) customer was triggered.
The problem is that the trigger may be in one channel but the customer shows up in another channel.
Measuring the Return on Investment (ROI) in doing social media communication and social CRM also requires matchback and in order to do this you will need social master data management where the old systems of records are linked to the new systems of engagement.
As the social business has some considerations not at least around privacy, the matchback activities may very well be done by adapting Hierarchy Management in Social MDM.